Life Savers

Revitalising a Century-Old Iconic Brand

Life savers, a renowned australian confectionery brand with over a century of history, was confronting a stagnation crisis. Once a household name, life savers had seen its relevance and brand awareness among australian consumers progressively diminish.

However, Darrell Lea, after acquiring the brand, aimed to resurrect life savers. Their mission was not just to rejuvenate the brand, but to broaden the product range, establishing a refreshing identity for the masterbrand.


Life Savers has been an iconic Australian product for 100 years, but in recent years, the brand had been left latent and was declining in awareness and relevancy for Australian consumers.

After acquiring the brand, Darrell Lea wanted to relaunch Life Savers with a bang, extending the product range and breathing new life into the masterbrand.

As lead media agency, REBORN’s job was to launch the new range of Life Savers chocolate and confectionery products into market and steal market share from competitors across the category.


  • Launch the new range of Life Savers into market with a “Can’t Miss It” media campaign.
  • Predispose people before they shop the confectionary aisle by connecting with our audience in a relevant way.
  • Influence the moment of choice in-store by carefully considering all touchpoints available to win in “the last three feet.”


REBORN developed a fully integrated media campaign that reached over 17 million Australians through a combination of TV, BVOD, digital, social and influencers, as well as proximity OOH and retailer performance media.

Working closely with creative agency TBWA, REBORN’s media strategy ensured that media and creative targeting was audience-specific and optimised daily throughout the campaign, ensuring that media was not only delivered, but improved over the course of the campaign.

Life Savers Revitalising a Century-Old Iconic Brand
Life Savers Revitalising a Century-Old Iconic Brand

REBORN Responsibility

  • Media Planning
  • Social strategy
  • Media Buying
  • Design
  • Website design
  • Motion
  • Social media

The Results


 brand for household penetration gains in Australian FMCG

Over 36.3M Impressions

across TikTok, Facebook, Instagram, YouTube and BVOD

130% ROAS

across Coles and Woolworths e-retail campaigns

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